Beer Really Is The Breakfast Of Champions

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Now you’ve got an excuse to drink beer for breakfast.

The iconic cereal brand Wheaties is breaking into the beer market with a limited-edition brew.

The brand known for putting famous athletes on its boxes has partnered with Minneapolis brewery Fulton to make the beer. Both Minneapolis and General Mills, who makes Wheaties, are based in the Twin Cities.

Although there’s no cereal in the beer per se, the Hefeweizen style brew is typically brewed with malted wheat, “making it a natural fit for Wheaties,” according to General Mills.

The beer, called HefeWheaties, will be sold for a limited time in the Twin Cities market. So, unfortunately, if you’re not located in Minnesota, getting your hands on it could be difficult.

“This was a true partnership between Wheaties and Fulton,” said David Oehler, marketing manager for Wheaties. “Both teams were passionate about this project and got to work quickly.”

You can be sure we’ll be sampling some of the “breakfast beer” as soon as it hits shelves.

Eric is a contributing writer based in Bozeman, MT. An avid climber, mountain biker, backpacker, and snowboarder, he earned his degree in journalism from the University of Minnesota - Duluth. When not living the GearJunkie life, he can be found exploring the Montana backcountry.